All glammed up

Supermodel style

Irina Shayk looks immaculate in the iconic Max Mara 101801 coat while out and about during Milan Fashion Week. #MaxMaraWomen

Max Mara's Face Of The Future 2019: Elizabeth Debicki

Max Mara is excited to announce Elizabeth Debicki as the 14th recipient of the 2019 Women in Film Max Mara Face of The Future Award #MaxMaraFOTF. Elizabeth will attend the Fall winter 2019 Fashion Show on Thursday, February 21st.

Max Mara Spring Summer 2019: The Power Of Fashion Now

The Max Mara SS19 vision presents an empowered sense of self, taking shape through sharp and sculptural silhouettes in a colorfully impactful palette.

Evening elegance

The artist Helen Cammock has been announced as the winner of the 7th edition of the Max Mara Art Prize for Women at a ceremony that took place at London's Whitechapel Gallery on Monday 16th April, 2018. Thanks to this initiative, Helen will have the opportunity to spend six months studying in Italy, home to some of the very best institutions in the fields of art and culture.

I couldn’t throw a coat away, it would not be a good idea either. It’s wonderful to see how coats change over the course of time, and how they don’t. Laura Lusuardi, 2017

I couldn’t throw a coat away, it would not be a good idea either. It’s wonderful to see how coats change over the course of time, and how they don’t.

Laura Lusuardi, 2017

Spring Summer 2019 Runway Show

Classic collections reinterpreted from a female perspective take centre stage on the runway, with a stylish take on the world of ancient myths and legends rewritten for contemporary women. Inspiration comes from the goddess Amphitrite, queen of the seas, with gorgeous Mediterranean shades of olive, okra, pure white and deep blue.

Max Mara is the symbol of a utopian dream, of a quality garment for everyone. Quirino Conti

Max Mara is the symbol of a utopian dream, of a quality garment for everyone.

Quirino Conti

Solo stories. (January 10th, 2019: New York)

This is to acknowledge and credit the Max Mara 101801 coat worn by top model Karlie Kloss while arriving to the Today Show in New York.

10 years of coat-crafting edge

To celebrate The Cube’s 10th anniversary, and in honor of a craft we love, we asked a group of photographers to give us their interpretation of this idea, with only one caveat in mind: it can be analogue or digital, pixel or grain, but always, it has to be life, cubed.

Nancy Pelosi wore the #maxmarafirecoat

Max Mara is honored that U.S. House Representative Nancy Pelosi wore the #MaxMaraFireCoat to her recent historic meeting at the White House. A #MaxMara coat is a year on year companion, designed to last a lifetime. This boule shaped, funnel collar coat represents lasting values and projects both personal strength and glamour. #MaxMaraWomen

A look that takes you from day to night

Patent perfection

Ellen Pompeo wears the #MaxMara #SS19 navy one shoulder top and trousers at the 2018 #InstyleAwards. #MaxMaraWomen

COATS! on Tour: Seoul 2017

A refreshed overview of the Max Mara heritage, “COATS! Max Mara, 60 years of Italian fashion”returned to Seoul. Presented at the Dongdaemun Design Plaza, the exhibition included a site-specificinstallation by the Korean artist Yiyun Kang, curated by Daehyung Lee.

London Calling

The stunning Nicky Hilton seen wrapped in the #MaxMaraTeddyBear coat. #MaxMaraWomen

Always glamorous

A perfectly polished Jennifer Lopez redefines power dressing in the #MaxMaraSS19 total looks. #MaxMaraWomen

Logo Love

The #MaxMaraGram logo pattern, inspired by the historical Max Mara logo from the 1950s, takes centre stage in the new Fall Winter 2018 collection.

Universally chic

Queen Rania of Jordan sets the tone in sharp tailoring from the #MaxMaraResort19 collection in New York. #MaxMaraWomen

Contemporary romances

A collection combining a sophisticated essence with true tailoring savoir faire, Max Mara Bridal is the perfect and practical companion to every modern fairy tale. Season after season contemporary classics live alongside new romantic styles with an edge, embellished by precious materials and refined details.

La vie en rose

The #MaxMaraTeddyBear coat worn by Julia Restoin Roitfeld as she gets ready for the holidays. #MaxMaraWomen

COATS! on Tour: Berlin 2006

The retrospective tracing the history of Max Mara's iconic coat collections — the worldwide journey of “COATS! Max Mara, 55 years of Italian fashion” exhibition began in Berlin, where it was presented at the Kulturforum of the Staatliche Museen.

101801: the one and only

Yesterday, today, tomorrow – the 101801 is forever chic. A beautiful balancing act between tradition and newness, fashion’s most iconic coat deserves a moment in the spotlight – then, now and again.

My Manuela

Teddy mania

Ultra-plush and fuzzy, yet with a worthy wow factor, the Teddy has quickly become a firm favorite with the fashion crowd. A sartorial dream come true, throw it on for instant cozy chic – gasps of utter delight guaranteed.

I love Max Mara

An exclusive event at the Hankyu Umeda department store to celebrate the Italian exhibition week. Max Mara will present, in a modern and innovative way, its heritage by showing a selection of garments from the company’s archive, including the coats, Max Mara’s key product.

Au revoir, Paris!

The perfect coat is the one you’re still wearing in twenty years’ time, which you pass on to your daughter Ian Griffiths, 2017

The perfect coat is the one you’re still wearing in twenty years’ time, which you pass on to your daughter

Ian Griffiths, 2017

Bride to be

Priyanka Chopra wears the pale yellow #MaxMaraManuela coat over her white gown to her recent bridal shower in NYC. #MaxMaraWomen

Women In Film Max Mara Face of the Future Award® 2018: Alexandra Shipp

Alexandra Shipp, has won the thirteenth edition of the Women In Film Max Mara Face of the Future Award®. The award was presented during the Crystal + Lucy Awards gala evening at the Beverly Hilton hotel in Beverly Hills. This tremendous award recognises her commitment to the film industry, her acting skills and her alluring style.

Baby, it's cold outside!

Rosie Huntington-Whiteley wrapped in the #MaxMaraTeddyBear coat while out in Soho, New York. #MaxMaraWomen

City chic

Hailey Rhode Bieber perfects street style in the camel #MaxMaraTeddyBear coat while out in New York. #MaxMaraWomen

All smiles

The stunning Karlie Kloss seen out and about in NYC in her navy #MaxMaraTeddyBear coat. #MaxMaraWomen

Go big or go home

Monopolis! Shanghai 2016

For Pre-Fall 2017, Max Mara joined forces with the Chinese artist, Liu Wei, to create a capsule collection and a set design for its Shanghai fashion show. The result was a fascinating dialogue between cutting-edge innovation and Max Mara’s heritage of craftsmanship.

COATS! on Tour: Beijing 2009

With the fascinating scenery designed by the Milan-based Migliore+Servetto architects, the “COATS! Max Mara, 55 years of Italian fashion” exhibition continued in Beijing. The venue of choice was the esteemed National Art Museum of China.

Resort: a piece of art

The Max Mara Resort 2019 collection is an authentic visionary voyage through the historic Collezione Maramotti and the Italian avant-garde artists it represents. A vivid exploration of a modern ideal, made of destructured pureness and tactile quality.

SOLO STORIES. (JANUARY 10TH, 2019: NEW YORK, NY)

This is to acknowledge and credit the Max Mara 101801 coat worn by actress Sophia Bush while arriving to the Today Show in New York.

Our Story: The Fashion Show

From the very first Sportmax show in 1976 and the first Max Mara show in 1983 to the memorable 2016 Monopolis! presentation in Shanghai, the runway remains the cornerstone of the Max Mara repertoire — a form of artistic expression and a chronicle of evolving culture and style.

Our Story: The Set

As the 90s unfolded — a decade that revolutionised fashion photography — the focus of Max Mara’s storytelling shifted towards the product and manufacturing processes. Worn by top models and captured by the legends of the era, the ultra-minimal, luxurious aesthetic became the label’s signature.

Solo stories

Solo stories

Allison Williams wearing the Max Mara FW18 camel CARACAS coat for her appearance on ‘Live with Kelly and Ryan’, this morning, January 8, in NYC. She’s currently traveling promoting her series, ‘A Series of Unfortunate Events.'

Our Story: The Max Mara Woman

From the ladylike 50s and the empowered 80s, all the way to today – Max Mara has always been an advocate for female empowerment. Since 2005, the brand also actively supports female talent in the creative fields, engaging with a rapidly changing world and inspiring women to take the lead.

Our Story: The Icon

In the beginning, no one realised how special it was — and yet, still today, it represents style and value that don’t fade with time. Sketched by Anne-Marie Beretta in the 80s, the 101801 coat was created: the heart and essence of the Max Mara identity.

STREET STYLE

Rita Ora spotted out in London in her #MaxMara #FW18 coats. #MaxMaraWomen

Our Story: Colorama

The pervasive climate of protest of the 70s coincided with the birth of Sportmax in 1969, and its first experimental fashion show directed by Jean-Charles de Castelbajac in 1976 – an entirely new interpretation of style inspired by the melting pot of cultures: modular, interchangeable and modern.

There are days when it would be wonderful to be a Max Mara Coat Stèphane Bonvin, 2001

There are days when it would be wonderful to be a Max Mara Coat.

Stèphane Bonvin, 2001

Elegant, always

Mandy Moore in a #MaxMara #FW18 look at the ‘People Magazine Entertainment Weekly Upfronts Party’ in New York City. #MaxMaraWomen

Shine bright, it’s the #oscarsnight

Julianne Hough supremely elegant at the #VanityFairOscarParty in a #MaxMaraivory silk gown. #MaxMaraWomen#VFOscars

Our Story: Creative Studio

The economic boom and the euphoric energy of the 60s led to the formation of the Creative Studio. Strategically located in Max Mara’s headquarters in Reggio Emilia, it worked closely with the decade’s most talented designers, transforming their vision into a democratic, ready-to-wear dream.

COATS! on Tour: Moscow 2011

After Germany, Japan and China, the “COATS! Max Mara, 55 years of Italian fashion” show reached Moscow. The exclusive selection of 70 coats dating from the 50s to the present day, was hosted at the prestigious State Historical Museum.

COATS! on Tour: Tokyo 2007

Featuring sketches from the archives, which reveal the designers who had worked with Max Mara during its history, the second stage of the “COATS! Max Mara, 55 years of Italian fashion” project saw the exhibition open at Tokyo’s Mori Arts Centre.

Our Story: The Founder

In the 50s, Achille Maramotti had a dream: to transform a man’s coat into an iconic piece for women. He seized the opportunity of bringing together Italian tailoring with new trends, such as French haute couture and American industrial productivity. In 1959, the Max Mara factory was established.

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